Ensemble Forecasting
New research from Lifesight on how forecasting models get chosen, and what happened when we compared picking a single model to combining several.
How Marketing Measurement Is Changing with Prof. Koen Pauwels
Platform ROAS isn’t enough. Learn how MMM, incrementality, and AI are changing measurement.
Marketing Measurements: Fast & Slow
Effective marketing measurement balances fast insights for quick action and deep analysis for long-term strategy.
The Rise of Unified Measurement Framework
The Unified Measurement Framework integrates attribution, MMM, and experiments to overcome marketing data challenges, enabling practical, adaptive, and accountable insights.
When Meta Gives You a Health Check: Navigating New Tracking Restrictions
A significant shift is coming for advertisers on Meta, particularly those in the health and wellness industry. Starting January 2025, Meta will implement new tracking restrictions that could limit the data advertisers rely on to target audiences and measure campaign effectiveness. These changes may fundamentally alter how campaigns are tracked and optimized for brands operating […]
The Million Dollar Question: How Can Mobile Apps Acquire Customers Cost Effectively?
Explore how mobile apps can invest better in acquisition channels by shifting from short-term, surface-level metrics to a long-term, data-driven approach that unlocks real growth potential.
A Guide to Marketing Budget Planning & Forecasting in Ecommerce
Master your ecommerce marketing budget planning with our comprehensive guide. Learn effective strategies, tools, and best practices to optimize your budget for maximum ROI.
How To Overcome GA4 Limitations for Better Measurement In Ecommerce
Learn about GA4’s features, compare it with UA, and overcome its limitations. Get the data you need for insightful marketing measurement of e-commerce.
Why Is Marketing Attribution Broken?
Discover why traditional marketing attribution models falter and explore a holistic approach to measure marketing effectiveness in a privacy-focused world.
How to Use Lift Tests to Evaluate Marketing Campaign Impact?
Attributing revenue to the right campaign is easy when you have the proper measurement strategy. Find out why lift testing is a credible solution.